There has been a lot of talk about “cleaning up” the digital media supply chain, but what does this mean? And how can clients ensure transparency when it comes to digital media investments?
Mark Pritchard, Chief Brand Officer for P&G, spoke at the Interactive Advertising Bureau’s Annual Leadership Meeting in Hollywood, Florida, on January 29th and announced, “The days of giving digital a pass are over, it’s time to grow up. It’s time for action.” His words were a reaction to the confusing and often non-transparent digital ecosystem that surrounds the industry. He stressed that P&G does “not want to waste time and money on a crappy media supply chain.” He encouraged others in the industry to follow his lead. P&G is expecting that all of their media vendors and partners adhere to the accredited Media Rating Council (MRC) guidelines for viewability, fraud protection, verification, and transparency.
It appears that Mark’s words are sinking in, because recently Facebook has agreed to an audit of the information it sends marketers, hoping to increase trust and transparency. While there have always been complaints about the lack of transparency and consistency in social reporting, P&G has companies scrambling to give them what they want, which will benefit all of us in the long run. While other platforms like Twitter have yet to follow suit, Facebook’s move shows that social platforms need to continue listening in order to boost their credibility—especially as companies continue to see the importance of data.
Last year, RPM announced “Project Clean Ads”, where viewability and fraud protection are automatically engrained into the digital planning and buying process. All digital display ads through our vendor-partners must adhere to the MRC standards of:
- Display: 50% of ad pixels must be viewable on desktop/PC for 1 continuous second
- Video: 50% of ad pixels must be viewable on desktop/PC for 2 continuous seconds
- All ads must be Fraud Free
We are encouraged by Facebook’s new approach to accepting third-party verification and hope that other social media and digital ad tech providers will do the same. We all benefit by supporting and holding our partners accountable for what we purchase, because at the end of the day we all want what’s best for our client-partners—high quality inventory that provides value and delivers on our goals.
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